Players on dating sites
What we found was that social media presents a huge opportunity for e Harmony.
Let's set the stage to give you an understanding of the traffic breakdown for both websites: The main things to take away right off the bat is that both websites do well with direct traffic. VRBO, e Harmony has an advantage in nonbranded, organic keywords.
It gets even worse when we compare the data from Spy Fu. Of those keywords, Match ranks on page 1 for 4,493 of them.
That leads to about 3.51M monthly clicks on Match results.
Match is the clear winner between these two companies, but we wanted to find out whether there were areas where e Harmony could make up ground against its much bigger competitor.
Both brands do quite well in direct traffic because they focus on brand awareness. Match gets 29.9% of its visitors to return to the website. The split for users from social media is 38.9% new visitors and 61.1% returning.
This focus on brand awareness means that people have likely chosen the site they're going to use before they even visit the website. This suggests that Match isn't focused on using social as an acquisition channel.
If you've been in the dating world anytime since 1995, there's a good chance you're familiar with the endless options for online dating websites.
Match and e Harmony are two of the oldest and biggest players in the online dating game.
Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.